Cognitive Biases

36 Cognitive Biases explored...

Adding Shopper Psychology to Retail Media

Retail media allows brands to reach shoppers directly, right where and when they’re making purchase decisions. Here's how to incorporate shopper psychology.

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Shopper Marketing Challenges & Possible Solutions

To stay competitive, it’s crucial to address the following shopper marketing challenges with strategies informed by shopper psychology and behavioural science.

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Enhance Your Shopper Marketing with a Behavioural Science Audit

From Packaging and POS, to Websites and Retail Media Advertising, all can be dramatically improved by applying proven Behavioural Science

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Applying Behavioural Science to Branded Bays

With the current explosion of branded bay activity within the supermarkets, we thought we'd take a look at how they perform psychologically.

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The Power of Product Image Placement on Packaging

Packaging plays a crucial role in influencing shopper choices. It is not just the design or colour that matters, but also the location of images on the pack

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Glass vs Plastic: What Packaging Really Says About Quality and Taste

This fascinating study reveals how packaging material, glass versus plastic, affects our judgments of quality and taste.

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How Shrinkflation Impacts Shopper Perceptions

While it may seem like a small adjustment, shrinkflation has a big impact on how shoppers perceive both retailers and brands.

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Transforming outdated store layouts by using behavioural science

How can retailers adjust their store layouts to better meet the needs of today’s shoppers? The answer lies in embracing behavioural design principles.

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Shopper Marketing Challenges & Potential Solutions

In 2024, UK grocery brands and retailers face a rapidly evolving landscape influenced by economic pressures, digital transformation, and shifting behaviours

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In-Store Retail Media Design Guide: Incorporating Psychological Principles

How to ensure that your retail media are not only visually appealing but also rooted in psychological principles that drive shopper behaviour.

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Incorporating Psychological Principles into In-Store Retail Media

Retail media allows brands to reach shoppers directly, right where and when they’re making purchase decisions. Here's how to incorporate shopper psychology

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An Introduction to Retail Media

Retail media has quickly become popular because it allows brands to target shoppers in a highly effective and immediate way, right where they’re buying.

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The Business Benefits of Behavioural Science Coaching

Understanding human behaviour is key to business success, this behavioural science coaching offers a powerful tool to unlock your organisation's full potential.

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Behavioural Science & Shopper Psychology Workshops

Are you ready to unlock the power of Behavioural Science & transform your business with Shopper Psychology-based insights?

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The Medici Effect in Retail

In the grand Medici tradition, we help you bring together the best minds from various disciplines to create a renaissance in retail

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The Magic of Packaging: How It Makes You Buy!

Think of a product's packaging like a book cover – it's the first thing you see, and it sets the tone for what's inside.

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Mastering Shopper Psychology: Unleashing the Power to Influence Purchase Decisions!

Shopper Psychology training offers customisable modules to address your specific business challenges. Acquire the knowledge and tools to excel in your market

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Behavioural Science 101: Understanding the Mind of Shoppers

Behavioural Science offers a treasure trove of insights for brands and retailers seeking to connect with shoppers on a deeper level.

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The Science of Category Management: Driving Profits through Shopper Insights

In this article, we explore the role of shopper psychology in category management and its potential to revolutionise retail strategy.

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The Power of Packaging: How Design Influences Purchase Decisions

In the fiercely competitive world of retail, where consumers are bombarded with choices at every turn, packaging design has emerged as a critical element...

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Elevate the Shopping Experience

Are you ready to discover the key to unlocking brand performance in-store? Adding a D.O.S.E of neuroscience can transform shopper perceptions.

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Top 12 Challenges Facing Brands & Retailers & How Shopper Psychology Can Help

In the rapidly evolving landscape of shopper marketing, & retail, significant challenges are being faced by leading brands & retailers.

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The Power of Shopper Psychology and Behavioural Science in Category Management

Key psychological factors that influence shopping behaviour and give both retailers and brands significant advantages in terms of sales, satisfaction & loyalty.

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Unlocking Success: The Power of Shopper Psychology and Behavioural Science

In a world where customer expectations are rapidly evolving, using the science of shopping behaviour can tangibly invigorate your brand.

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Professional Training In Shopper Psychology

A 90 minute online training course developed to give you and/or your organisation a practical, understanding of all aspects of Shopper Psychology.

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How to Create a More Shopper Oriented Path to Purchase In-Store

If brands and retailers do just one thing to improve their understanding of shopper behaviour, they should spend an hour in a store observing them

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An introduction to Shopper Marketing

Shopper marketing is a key focus for brand marketing due to changing shopper behaviour and the technology led transformation of retail.

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Vertical or Horizontal Brand Blocking - Which is right for you?

Imagine that you are in your local supermarket and want to buy a can of Cola [feel free to insert your category name instead]. Which would be more appealing?

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The Science of Packaging Colour

Packaging plays a pivotal role in the success or failure of any product in a competitive market. Learn what stands out, attracts, engages or turns off shoppers!

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How Packaging Design Influences Taste Perceptions

Researchers have been examining the influence of packaging design on consumer taste impressions.

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Health Washing: How Claims on Food Packaging alter Shopper Perceptions

A study has found that health claims on-pack, really do make us see a product as healthier, even if it's not actually healthy at all.

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Food Packaging Illusion that Nudges Shopper & Consumer Behaviour

Exaggerated portion sizes are generally pictured on the front of product packaging to stimulate food craving and influence shopper purchasing decisions.

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Effective Shopper Marketing Considerations

As retail becomes increasingly competitive, brands and retailers are finding new and innovative ways to attract and retain shoppers and consumers.

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The 5 Modes of Shopping - How do People Buy Your Brand

When you understand how shoppers buy, you can influence what shoppers buy. Typically 40% of the footfall can be influencedc (but which 40%)?

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Don't Miss This! Great SRP Opportunity

Shelf Ready Packaging (SRP) has become a popular choice for grocery and supermarket retailers in recent years.

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How to maximise the effectiveness of your price, without actually reducing it!

Learn how people process numerical values, and 7 techniques to optimise the perception of your price accordingly.

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Food Imagery or Actual Food Visibility on Packaging?

Packaging design must convince the shopper, often within a second or less, that a product is the best value for money, the tastiest AND the most effective...

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6 Limitations of AI & Why it Won’t Quite Take Over In 2023!

I have taken a look into some of the limitations of artificial intelligence and why tools such as ChatGPT won't be ruling the world just yet.

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No.36 Zero Risk Bias & Shopping Sustainably

Using zero-risk bias can work in en employer's favour when it comes to sustainable shopping.

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No.35 Third Person Effect & Shopping Sustainably

Understanding the impact of advertising and media messaging can impact our purchasing habits.

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No.34 Salience Bias & Shopping Sustainably

Making your product stand out against the crowd will make shoppers more likely to choose it.

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No.33 Restraint Bias & Shopping Sustainably

Using emotional temptation can persuade shoppers to opt for the sustainable option.

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No.32 Pseudocertainty & Shopping Sustainably

How can employers guide shoppers towards the more sustainable option?

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No.31 Present Bias & Shopping Sustainably

Shopping more sustainably is more about long-term consequences, but how can we convince shoppers that this is the best option to choose?

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No.30 Post Purchase Rationalisation & Shopping Sustainably

Making sure customers are aware that the sustainable choice is the best one can work in your favour.

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No.29 Negativity Bias & Shopping Sustainably

The impact of the negativity bias on sustainable shopping habits.

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No.28 Mere Exposure Effect & Shopping Sustainably

The importance of understanding this cognitive bias cannot be underestimated.

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No.27 Loss Aversion & Shopping Sustainably

How to make sure loss aversion doesn't negatively affect your business.

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No.26 Less is Better Effect & Shopping Sustainably

Making sure your customers are not overwhelmed with choice can work in your, and the planet's favour.

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No.25 Sunk Cost Fallacy & Shopping Sustainably

How the sunk-cost fallacy is incorporated into sustainable shopping.

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No.24 Illusory Truth Effect & Shopping Sustainably

The ways you can use the illusory effect in your own sustainability initiatives.

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No.23 The IKEA Effect on Shopping Sustainably

How can employers use the IKEA effect to encourage sustainability?

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No.22 Hyperbolic Discounting & Shopping Sustainably

Understanding and recognising hyperbolic discounting can help encourage consumers to opt for a more sustainable choice.

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No.21 Groupthink & Shopping Sustainably

Groupthink can have a significant impact on the way consumers make sustainable decisions.

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No.20 The Framing Effect & Shopping Sustainably

Ways that companies can utilise the framing effect when trying to switch consumers' perspectives on their products.

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No.19 Focussing Effect & Shopping Sustainably

When we tend to fixate on the first piece of information we receive, this can impact our purchasing habits.

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No.18 Endowment Effect on Shopping Sustainably

Our tendency to place a higher value on products that we already own can effect the retail space.

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No.17 Distinction Bias & Shopping Sustainably

When we are choosing between two products simultaneously, our views are different.

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No.16 Denomination effect & Shopping Sustainably

We are typically more likely to spend money when it is in smaller denominations. This can be used to encourage sustainable choices.

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No.15 The Default Effect & Shopping Sustainably

Using the default effect correctly can ensure customers opt for the most sustainable option when presented with a range of choices.

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No.14 The Decoy Effect and Shopping Sustainably

Ensuring that your product stands out against other options so that shoppers choose the most sustainable option is possible when employing the Decoy Effect.

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No.13 Courtesy Bias & Shopping Sustainably

Courtesy bias can be found everywhere in the retail industry.

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No.12 Congruence Bias & Shopping Sustainably

How congruence bias provides opportunities in sustainable shopping.

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No.11 Confirmation Bias & Shopping Sustainably

Ways you can use confirmation bias to encourage sustainable shopping practices.

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No.10 Choice-Supportive Bias & Shopping Sustainably

The ways to utilise choice-supportive bias to encourage customers to implement sustainable choice into their purchasing decisions.

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No.9 Ben Franklin Effect on Shopping Sustainably

How we can use the Ben Franklin effect when encouraging shoppers to carry out sustainable actions.

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No.8 Base Rate Fallacy & Shopping Sustainably

When we mistakenly judge a situation and fail to take into account all surrounding relevant information, we are using the base rate fallacy.

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No.7 The Bandwagon Effect & Shopping Sustainably

Our tendency to follow the crowd has an impact on our sustainable shopping experience.

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No.6 Availability Heuristic & Shopping Sustainably

Specific criteria that we remember can affect our decision-making when shopping sustainably.

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No.5 Automation Bias & Shopping Sustainably

Automatically assuming that details are correct when shopping affects our ability to shop sustainably.

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No.4 Attribute Substitution & Shopping Sustainably

When we don't consider the wider picture while we make a purchase we are implementing attribute substitution.

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No.3 Attentional Bias & Shopping Sustainably

When we don't try to see all sides of a story we are displaying attentional bias and this comes into play when we are shopping sustainably.

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No.2 The Anchoring Effect on Shopping Sustainably

Our tendency to rely on the first piece of information that is fed to us can impact how we shop sustainably.

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No.1 The Ambiguity Effect on Shopping Sustainably

When applying cognitive biases to promote sustainable shopping we can see the impact of the ambiguity effect on our sustainable shopping practices.

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How the Metaverse Will Change Retail Experiences

Retail has seen fast-paced change from high street stores to online shopping. Now comes the metaverse - a digital innovation set to shake up retail!

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Businessman in Quarantine - a Psychological Rundown

Attention business travelers! This is what quarantine is really like.

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How well does your brand sell itself on Amazon?

Online sales are growing and growing fast. But just how psychologically optimised is the typical online selling environment?

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No.36 What is Zero Risk Bias?

Zero-risk Bias is a tendency to prefer the complete elimination of a risk even when alternative options produce a greater reduction in risk overall.

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No.35 The Third Person Effect in Advertising

The third-person effect determines that we tend to perceive that mass media messages have a greater effect on others than on ourselves.

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No.34 What is Salience Bias?

Salience Bias is the cognitive bias that predisposes shoppers to focus on items that are more prominent or emotionally striking.

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No. 33 How We Fall Victim to Restraint Bias

Ever snapped up a last-minute offer by the tills? A small chocolate bar? A packet of chewing gum? That's impulse buying, aka Restraint Bias.

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No.32 Pseudocertainty in Marketing

In prospect theory, the Pseudocertainty Effect is the tendency for people to perceive an outcome as certain while it is actually uncertain.

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No.31 Using Present Bias to Engage Shoppers

Present Bias is the tendency to rather settle for a smaller present reward than to wait for a larger future reward, in a trade-off situation.

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No.30 Post Purchase Rationalisation in Shoppers

Post purchase rationalisation, or choice-supportive cognitive bias, is the tendency to retroactively ascribe positive attributes to an option one has selected.

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No.29 What is the Negativity Bias?

The negativity bias is the notion that things of a more negative nature have a greater effect on one's psychological state than neutral or positive things.

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No.28 The Mere Exposure Effect

The mere-exposure effect is a psychological phenomenon in which people tend to develop a preference for things merely because they are familiar with them.

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No.37 What is Loss Aversion Bias?

Loss aversion bias refers to our human tendency to prefer avoiding losses to acquiring equivalent gains.

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No.26 The Less is Better Effect

The Less is Better Effect is a preference reversal that occurs when the lesser or smaller alternative is preferred when evaluated separately, but not together.

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No.25 of 36 What is Sunk Cost Fallacy?

The Sunk Cost Fallacy is a human behaviour pattern in which people continue a behaviour as a result of previously invested resources (time, money or effort).

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No.24 The Illusory Truth Effect

The Illusory Truth Effect is the tendency to believe false information to be correct after repeated exposure.

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No.23 What is the IKEA Effect?

The IKEA effect is a cognitive bias in which consumers place a disproportionately high value on products that they partially created.

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No.22 What is Hyperbolic Discounting?

Hyperbolic discounting is a cognitive bias where people choose smaller, immediate rewards rather than larger, later rewards.

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No.21 What is Groupthink?

Groupthink is a psychological phenomenon that occurs within a group of people, resulting in an irrational or dysfunctional decision-making outcome.

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No.20 of 36 - The Framing Effect

The framing effect is a cognitive bias where people make decisions based on whether the options are presented with positive or negative connotations.

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No.19 Focusing Effect

The Focusing Effect is the tendency for the brain to rely too much on the first piece of information it received in relation to decisions made later on.

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No.18 What is the Endowment Effect?

The endowment effect is an emotional bias that says that once we own something, or have a sense of ownership, we irrationally overvalue it.

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No.17 of 36 Distinction Bias

Distinction Bias is the tendency to view two options as more different when evaluating them simultaneously than when evaluating them separately.

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No.16 of 36 The Denomination Effect

A cognitive bias relating to currency, suggesting people are less likely to spend larger currency denominations than their same value in smaller denominations.

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No.15 The Default Effect

Default refers to the option that shoppers end up with if they do not make an active choice - something given to them on a plate, sometimes quite literally!

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No.14 The Decoy Effect in Marketing

The decoy effect is the phenomenon whereby shoppers will have a specific change in preference between two options when presented with a third option.

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